Target Audience Oriented. Important audiences and stakeholders are described and specific outcomes and communications are defined for each group.

Actionable. Schedules and budgets are broken down into specific tactics, campaigns, and programs with tangible success metrics.

Sustainable. The plan is resourced adequately throughout the budget period. This is especially critical fro branding and always-on digital tactics.

Diversified. Plan avoids single channel tactics, such as relying solely on fundraising events, or going 100% digital. The marketing mix should be configured toward the tactics that best address your goals.